Congratulations! You’ve drawn people to your website, or otherwise piqued their interest through social media, online seminars, or a good old fashioned trade show table chat. Unfortunately leads don’t pay the bills. Now’s the time to turn these interested parties into customers through a carefully considered and well executed series of engagements.
Use these six effective strategies to nurture your prospects through the sales funnel and convert these leads!
Optimize Your Website
To begin, let’s pick the low hanging fruit. Your first, best chance at converting a potential lead is by presenting them with a clear path to the end zone. Those arriving at your website from a search engine results page should land on a strong and relevant landing page that mirrors their search intention.
Your website should be designed with user experience in mind, providing a seamless process to conversion. The site should be loaded with information that will help the potential customer conduct their research, and should emphasize benefits over features. Remember, you’re the problem solver!
Whatever you’re hoping the visitor will do (book a consultation, purchase a product, sign up to mailing list, etc.), don’t forget to ask! Even though the desired action is implied, it’s a must to nudge the visitor with a well worded and well placed call to action.
Obtain Information About Leads
Free downloads, special offers, and newsletter sign ups are a great way to obtain personal information, which can help you understand and access your leads. A thorough review of analytics will help you determine how individuals are interacting with your site. In lead conversion, as in life, the best decisions are made when a wealth of information is available.
Grade Your Leads
A thorough understanding of your leads’ behaviour allows you to zero in on those with the highest probability of conversion. For sophisticated operations, this can involve an automatically generated score based upon multiple data points; however, for smaller businesses, some personal attention and consideration may suffice.
Ask yourself: which pages on your website did the potential customer visit? The home page may indicate general interest, while a trip to a particular service or product page may show serious consideration. Also, if they have downloaded or signed up for anything, it may indicate an even deeper interest.
While there are endless ways to parse this data, it’s beneficial to think back and ask yourself a simple question: how did your current customers engage before becoming customers? New leads following a similar approach are probably worthy of your attention.
Nurture Your Leads Through the Sales Funnel
This is the part where art meets science.
According to Pipeline, “A sales funnel is a visual representation of the journey from your prospect’s first contact with you until a completed purchase. It helps your […] team understand where they need to follow up or alter the sales process due to drop off in the funnel.”
In plain English, this means that you must determine where your lead is in the decision process and engage them accordingly. Those who have shown casual interest in your business may benefit from a gentle reminder of your existence, or a small freebie that entices a return visit to your website. More serious leads who seem to be hesitating on the doorstep of a commitment may be best served with a more personal form of communication that addresses their sticking points.
Tools like Google Ads and Pay Per Click can be used to retarget those who visited your website, or some section of it. Emails, texts, and phone calls are also often effective, but, of course, require gathering email addresses and phone numbers. Such communications can be automated through CRM or email marketing platforms, and are often triggered by certain actions or time lapses.
Provide Social Proof
Your well earned reputation matters! A well placed testimonial can make all the difference, particularly when placed at the point of sale. They work because they come across in an unbiased 3rd party voice and establish trust. Awards, accreditations, and media coverage can also help quell the voice of hesitation preventing action on the part of the lead.
Optimize Your Sales Conversion Process
Always be selling, be curious with the results, and never be satisfied. This can be applied to many facets of your marketing.
For email marketing, determine which types of email subject lines get the highest open rate. Is there any correlation? With your landing pages, experiment with multiple versions (different headings, text, images, layout, etc.) in order to determine what’s generating the best results. Pay attention to conversion rate (the % of leads who convert as a result of a given action), and bounce rate (the % of visitors who leave your site without engaging in any way).
Measure the effectiveness of every aspect of your lead conversion process in order to continuously improve it.
A good lead conversion process begins with a well designed website that emphasizes user experience (UX), search engine optimization (SEO), and strong calls to action (CTA). This is why Peak Ed Designs emphasizes each of these aspects during the design phase. We also offer comprehensive marketing services and pay per click (PPC) management in order to both generate and convert leads.
Convert leads with a well designed website and effective marketing campaign.